When Wenger says it matters more to him to qualify for the Champions League than to win trophies, you're sending a signal to players about what sort of football club you are. I'm not saying that qualifying for the Champions League is unimportant given the financial reality, but when a manager seems to place so much emphasis on Champions League qualification (rather than talking about winning it) it's clear that perhaps this is not the sort of club you should remain at if you want the glory of silverware. Sure, you'll get a well run, fiscally prudent club run by a conservative accountant like Wenger, but for footballers (and especially fans) football is not just a private enterprise operating within a budget constraint. Qualifying for the Champions League should be seen as a means to an end (the end being ultimately lifting the trophy or using the revenues to take us to the next level) rather than simply being a useful cash cow to pay down debt. Like I said before, the major cause of the alienation between fans and manager/board is that the latter know the price of everything and the value of nothing. That's why Wenger makes sly remarks about "intelligence" and PHW slams fans in articles for the Daily Star. Us serfs should be happy with our lot, and we should leave the esoteric financial decision making to the technocrats running our club, is the subtext underneath the comments by Wenger and PHW. This is what happens when you commodify something (especially like a football club) Everything of value that cannot be quantified, marketised and financialised is consigned to the scrapheap, leaving behind an empty, lifeless shell that no football fan is properly able to identify with.